Rice is the primary stable food crop and serves for more than three billion people in the globe. Thirty rice millers were selected purposively in the study area, to obtain their view on procurement parameters, opinion and preferences on procurement of CO 51. The fineness of rice and keeping quality were the major deciding parameters for procurement by rice millers with a Garrett’s score of 31.38. Fineness of rice fetches a premium price in the consumer market besides the keeping quality facilitates the miller to stock the produce for a long time till getting highest price in the market. The preference of the variety CO 51 is due to high milling (68.00 per cent), fineness, resistance to blast and BPH when compared to other varieties. The share of CO 51 was relatively higher in both the districts when compared to other varieties. This would enable the stake holders, University, extension agencies, seed companies and millers to design suitable strategies to motivate and influence the farmers towards desired direction. This message may be taken to farmers to decide the variety for getting premium price. This helps the policy makers in planning the policies related to procurement for the traders.

Highlights

• Perceived advantage of CO 51 had significant influence in adoption of variety and procurement among millers.
• Rice miller’s procurement parameters on CO 51 rice plays major role in adoption of CO 51 rice variety.